Total impressions on Twitter: 42. Top day: 3,393 unique mentions on February 10th
REPORT HIGHLIGHTSĮarned media impressions in 7 days (February 8 to 15): 127.2 million We also encourage you to read analysis on this campaign from Mark Young, CMO at Sysomos. The Strategy: A Crescendo of Assets and Locations Adding to the stakes, Drake’s fans were increasingly clamoring for his highly anticipated ‘Views From The 6’ album, slated to drop 2-months following All-Star Weekend.ĭrake saw an opportunity to use the platform of All-Star Weekend to amplify buzz around his album, but also a chance to show love for Toronto, the city he lovingly dubbed "The 6ix" (or the 6 or the six, depending on your hashtag persuasion). The first ever NBA All-Star Game held outside the United States would feature Drake as an official ambassador and coach of the Canadian team in All-Star Weekend’s celebrity match. The Context: High Stakes for Drake and 'the 6ix'Īll eyes were on the hiphop superstar heading into the 2016 NBA All-Star Game, held in the rapper’s hometown, Toronto. Drake has seen how out-of-home can capture attention and drive online engagement. In November 2015, he bought a single billboard alongside Toronto's Gardiner Expressway that become a viral phenomenon, racking up 86 million earned media impressions. His 'Started From The Bottom' video, released in 2013, features Drake dancing on a large-format billboard emblazoned with the song's refrain. Image credit: Clear Channel Canada, photography By Vincenzo Pistritto The Backstory: A Master of the Out-of-Home Mediumĭrake is no stranger to out-of-home advertising. To make a splash during the NBA All-Star Game Weekendīy Chris Advansun, Head of Digital Technology at Clear Channel Canada || March 08, 2016 ( in whose company the writer had the pleasure of passing 6 THE Rococo. The hiphop megastar returns to out-of-home That night the baron dreampt of many a wo, Drake placed a very modest estimate.
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